Overall, the pandemic has had a positive impact on demand for retail tissue. During the quarantine, people spent far longer than normal at home.
Toilet paper remains the most important growth area in retail tissue, as these products are a basic necessity. This status has somehow left the category unaffected by rising concerns over paper consumption and its negative impact on the environment.
Antalis remains the leading player in retail tissue, with its Lambi and Serla brands performing very strongly. Antalis is a Finnish company, and Estonian consumers perceive Finnish products to be of high quality.
In 2021, it is expected that life will begin to normalise as schools, kindergartens and shops will open and the people will return to work. Consequently, due to the normalisation of the situation, it is likely that retail tissue growth will be calmer than in 2020, albeit slightly better than in 2019 as many consumers might continue working from home.
The single most important feature beyond essential necessity is convenience. All products are beneficial for a good number of daily chores.
As the largest category in retail tissue, toilet paper has experienced the greatest surge in volume demand as people respond to the lockdown. This essential product is predicted to post the most volume sales growth in 2020 given initial panic-buying and stockpiling after people were told to stay indoors as much as possible owing to COVID-19.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Tissue industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Retail Tissue research and analysis database.
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